Aged Care Gurus
Aged Care Gurus is a Melbourne-based, privately-held Australian company founded in 2012 that provides the ACG Advice Builder software, RLACS accreditation, books, and workshops to financial advisers, accountants, and lawyers delivering aged care and retirement-living advice.
- Company typePrivate
- Founded2012
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Aged Care Gurus does
Aged Care Gurus Pty Ltd is a privately-held Australian company founded in 2012 and headquartered in Melbourne that delivers specialised advisory tools, education, and content for financial advisers, accountants, and lawyers serving clients navigating retirement living and aged care. The company operates a B2B2C model, equipping professionals with the technical knowledge, software, and credentials required to deliver aged care financial advice to Australian consumers. Its core product is the ACG Advice Builder, a web-based calculator platform that performs specialised computations for pension entitlements, means testing, home care packages, retirement villages, and residential aged care fees. The company also maintains the trademarked Retirement Living and Aged Care Specialist (RLACS) accreditation, a recognised professional credential for advisers in this niche.
The revenue model combines recurring subscription memberships with content and training revenue. Two membership tiers are publicly disclosed: Essentials at A$350 per month (plus GST) granting access to the Advice Builder, technical library, and paraplanning support, and Network at A$800 per month adding on-call technical support, referral generation, printed marketing materials, and adviser directory listing. Ancillary revenue streams include authored books ('Downsizing Made Simple' at A$24.99-A$29.95 and 'Aged Care, Who Cares?' at A$24.99), one- to two-day professional workshops on Residential Aged Care, Granny Flats, and Retirement Communities, and free webinars. The go-to-market motion blends sales-led outreach to mid-market advisory practices, product-led free resources (calculators, ebooks, fact sheets) as top-of-funnel lead magnets, and community-led growth through the RLACS adviser network distributed across NSW, Victoria, Queensland, Western Australia, South Australia, and ACT.
Aged Care Gurus positions its competitive advantage on Australian-specific domain expertise, content library depth, and the RLACS designation as a quasi-credentialing asset. The company has secured two notable external relationships: a GTM alliance with CCH Learning (Wolters Kluwer) for webinar and workshop delivery, and a government-facing contribution to the Department of Human Services' Aged Care Forms Taskforce, where Rachel Lane and the team provided expert input on means assessment reform. Ownership is founder-controlled, with no institutional investors, funding rounds, or parent entity disclosed. With a 1-10 employee base and operations confined to Australia, the company functions as a niche specialist within the broader Australian aged care advisory market, where approximately 1.3 million Australians received aged care services in the most recent reporting period.
Aged Care Gurus firmographics
Firmographics- Name
- Aged Care Gurus
- Legal name
- Aged Care Gurus Pty Ltd
- Website
- https://agedcaregurus.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Aged Care Gurus is a Melbourne-based, privately-held Australian company founded in 2012 that provides the ACG Advice Builder software, RLACS accreditation, books, and workshops to financial advisers, accountants, and lawyers delivering aged care and retirement-living advice.
- Ownership category
- akta.pro rank
Aged Care Gurus industry classification
Industry- Product category
- Aged Care Advisory Software
- NAICS
- Services for the Elderly and Persons with Disabilities (62412), Home Health Care Services (6216), Home Health Care Services (62161)
- SIC
- Services-Prepackaged Software (7372), Investment Advice (6282), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG)
- akta.pro secondary industries
- Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL), Caregiver Support, Coaching & Training (HLADALAG), Caregiving, Aging-in-Place & Home Safety Education (For seniors & family caregivers) (EDAAAMAL)
Keywords
Where Aged Care Gurus is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Aged Care Gurus business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain, Others
Revenue model
- Professional Membership Subscriptions: Monthly subscription model with two tiers: Essentials Membership ($350/month + GST) providing access to ACG Advice Builder software, training webinars, support, and resource libraries; Network Membership ($800/month) offering additional on-call technical support, free monthly webinars, referrals, printed marketing materials, and adviser listing on the Aged Care Gurus website.
- Book Sales: Sale of authored books including 'Downsizing Made Simple' ($24.99), 'Downsizing Made Simple 2nd Edition' ($29.95), and 'Aged Care Who Cares Third Edition' ($24.99). Revenue from consumer and professional purchases.
- Workshop and Webinar Training: Revenue from professional development workshops covering Residential Aged Care (2-day), Granny Flats & Support at Home (1-day), Retirement Communities (1-day), and Admin & Client Support courses. Webinars offered both free and paid for continuing professional development.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essentials Membership - Core professional tools and resources |
| Subscription | Monthly | Network Membership - Premium support and referral generation |
| One time/ perpetual license | Pay-as-you-go | Downsizing Made Simple - Consumer book |
| One time/ perpetual license | Pay-as-you-go | Downsizing Made Simple 2nd Edition |
| One time/ perpetual license | Pay-as-you-go | Aged Care Who Cares Third Edition |
| Freemium | Pay-as-you-go | Free Resources |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Aged Care Gurus product offering
Product offeringCore offering
Aged Care Gurus provides a subscription-based advice software platform (ACG Advice Builder) and educational programs that enable Australian financial advisers, accountants, and lawyers to deliver quality advice across pension entitlements, home care, retirement villages, and residential aged care. The offering bundles proprietary calculators with the RLACS professional accreditation, resource libraries, on-call technical support, and consumer-facing books ("Downsizing Made Simple" and "Aged Care, Who Cares?") that educate older Australians and their families on aged care and downsizing decisions.
Product overview
Aged Care Gurus operates as an aged care and retirement living advisory services company offering a suite of professional tools and educational resources for financial advisers. The core product is the ACG Advice Builder software, which provides calculators for pension entitlements, home care, retirement villages, and residential aged care. Supporting products include two published books ('Downsizing Made Simple' and 'Aged Care Who Cares?'), the Retirement Living and Aged Care Specialist (RLACS) accreditation program, and workshops/webinars on aged care topics. The company also provides subscription memberships (Essentials and Network tiers) that grant access to software, technical libraries, advice document templates, and marketing resources. All products and services are focused on helping advisers deliver quality financial advice related to retirement living and aged care options in Australia.
Differentiator
Problem solved
Functional benefit
Brands
- ACG Advice Builder: Software platform enabling advisers to deliver quality advice across pension entitlements, home care, retirement villages, residential aged care and more.
- Retirement Living and Aged Care Specialist (RLACS)
- Downsizing Made Simple
- Aged Care, Who Cares?
Products and services
- ACG Advice Builder Web-based software platform enabling financial advisers to deliver quality advice across pension entitlements, home care, retirement villages, and residential aged care, providing instant calculations for aged care costs, means testing arrangements, and financial planning strategies.
- Retirement Living and Aged Care Specialist (RLACS) Accreditation Professional accreditation program for advisers specialising in retirement living and aged care, covering accommodation options, care choices, legislative frameworks, and financial arrangements, with the RLACS credential used to list advisers on the Aged Care Gurus website and channel referrals.
- Professional Workshops & Webinars Educational programs covering Residential Aged Care, Granny Flats & Support at Home, Retirement Communities, and Age Pension & Aged Care Introduction, including RLACS-aligned training, in-person workshops, and webinars (some co-delivered via the CCH Learning partnership).
- Professional Membership (Essentials and Network tiers) Recurring monthly subscription giving Australian advisers access to ACG Advice Builder software, training webinars, on-call support, library of resources (factsheets, Q&A templates, government forms, marketing slides, SOA wording, data-capture forms), and paraplanning team support, with the Network tier adding free monthly webinars, referrals, printed marketing booklets, adviser listing on the Aged Care Gurus website, and on-call technical support.
- Downsizing Made Simple (book, including 2nd Edition) Consumer book covering downsizing options including townhouses, apartments, granny flats, tiny houses, co-housing, and retirement communities, with legal and financial guidance for older Australians and their families (sold in 1st Edition at A$24.99 and 2nd Edition at A$29.95).
- Aged Care Who Cares? (book, Third Edition) Comprehensive consumer handbook (Third Edition, A$24.99) covering aged care options in Australia including care at home, retirement villages, aged care facilities, and financial strategies, marketed on the homepage as a Best Seller.
Quantifiable outcome
- Over 1.3 million Australians receive aged care services annually, indicating substantial market opportunity for quality advice
Companies that use Aged Care Gurus
Customer profileNamed customers17 records
Segments5 records
Ideal customer profiles2 records
Aged Care Gurus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Aged Care Gurus partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- CCH Learning (Wolters Kluwer)coreCCH Learning, a division of Wolters Kluwer, partners with Aged Care Gurus to deliver webinars and workshops on aged care topics. The partnership enables CCH Learning to provide members with access to expert knowledge in retirement living and aged care. Aged Care Gurus experts Rachel Lane and Jemma Briscoe contribute to CCH Learning's professional development program, with regular positive feedback from participants.
- Department of Human ServicesflagshipRachel Lane and the Aged Care Gurus team made a significant contribution to the Aged Care Forms Taskforce, providing expert financial knowledge to assist in delivering new and streamlined means assessment forms for all older Australians entering aged care. The partnership involved expert input into government processes for aged care reform.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Aged Care Gurus competitors and assessment
Company assessmentEmerging players
- PractiFi: Cloud-based financial advice and practice management platform serving Australian and global advisory firms; comparable target buyer (financial advisers) with overlapping workflow capabilities.
- AdviserLogic: Australian advice software platform for financial advisers including SOA, research and paraplanning tools; competes for the same professional subscriber segment that ACG targets with Essentials/Network memberships.
- Midwinter: Australian financial advice software platform for advisers and accountants; competes for the same Essentials/Network subscriber base with broader financial planning functionality.
Regional players
- A Place for Mom: Large North American senior living advisory and referral platform; useful thematic comparable for ACG's consumer-side adviser finder and placement model, though operating in a different regulatory and market context.
Broad incumbents
- Xplan (IRESS): Established Australian financial planning software suite used by advisers and wealth groups; broad incumbent whose aged care module improvements could threaten ACG's specialization premium.
- My Aged Care: Australian government portal for aged care information, assessments and service finders; the dominant free incumbent that ACG's paid advice and tools are positioned against for consumer demand.
Direct peers
- Aged Care Steps: Australian specialist advisory firm focused on aged care financial advice for families and advisers; most directly comparable to ACG's advice and planning offering within the same Australian regulatory context.
- Aged Care Decisions: Australian service helping families compare and select aged care homes and home care providers; comparable to ACG's housing and placement advisory layer for consumers navigating care decisions.
- Compare Aged Care: Australian comparison platform for aged care fees, rooms and providers; competes with ACG's consumer-facing information, calculator and advisory finder resources.
Others
- CCH Learning (Wolters Kluwer): Professional education and compliance training provider and ACG's distribution partner; comparable through shared customer base of tax, legal and financial professionals in Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Aged Care Gurus social profiles
Digital presenceAged Care Gurus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aged Care Gurus leadership team
Management profileNumber of profiles
Profiles3 records
Aged Care Gurus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aged Care Gurus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aged Care Gurus
What does Aged Care Gurus do?
Aged Care Gurus provides a subscription-based advice software platform (ACG Advice Builder) and educational programs that enable Australian financial advisers, accountants, and lawyers to deliver quality advice across pension entitlements, home care, retirement villages, and residential aged care. The offering bundles proprietary calculators with the RLACS professional accreditation, resource libraries, on-call technical support, and consumer-facing books ("Downsizing Made Simple" and "Aged Care, Who Cares?") that educate older Australians and their families on aged care and downsizing decisions.
Is Aged Care Gurus a public or private company?
Aged Care Gurus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Aged Care Gurus founded?
Aged Care Gurus was founded in 2012. It employs 1 to 10 people.
Where is Aged Care Gurus based?
Aged Care Gurus is headquartered in Melbourne, Australia, in the Oceania region.
How does Aged Care Gurus make money?
Three revenue lines are on record. Professional Membership Subscriptions are the primary driver. The others are book Sales and workshop and Webinar Training.
Who are Aged Care Gurus's main competitors?
Emerging players on record are PractiFi, AdviserLogic and Midwinter. A Place for Mom is listed as a regional player. Broad incumbents are Xplan (IRESS) and My Aged Care. Direct peers are Aged Care Steps, Aged Care Decisions and Compare Aged Care. CCH Learning (Wolters Kluwer) is listed as an others.
Does Aged Care Gurus have an API?
No public API is recorded for Aged Care Gurus.
What industry is Aged Care Gurus in?
Aged Care Gurus's product category is Aged Care Advisory Software. Its primary akta.pro industry code is HSABAIAG, Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC), with a secondary code of HSABAIAL, Housing & Placement Coordination (Assisted Living, Memory Care, SNF). Its NAICS code is 62412 and its SIC code is 7372.